Post on 14-Apr-2017
Collaborative Intelligence in a Networked WorldThe 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 | Orlando, Florida
#SCIP | www.SCIP2016International.com
Sales PavilionLeo BoultonDir. Competitive Intelligence, Cisco
lboulton@cisco.com@LeoBoultonhttp://about.me/LeoBoulton18 May 2016
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
Outline
▸ The B2B Sales Organization
▸ Role of CI in Sales Enablement
▸ Direct and Indirect Tactical CI Activities
▸ Tips and Recommendations
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
Where does Sales fit?
▸ Reports to the CEO▸ Self sufficient > Get it done!▸ Very loud voice; heavy voting rights
Think of where is the CI Department?
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
QualifyOffer
(BDM)Closure Deploy SupportLead
Discovery
Tech Engagement
(TDM)
How does sales operate?
Pre-sales Post-sales
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
What is a sales person like?
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
Their Qualities and Careabouts
Qualities
▸ ______________▸ ______________▸ ______________▸ ______________▸ ______________▸ ______________
Care abouts
▸ ______________▸ ______________▸ ______________▸ ______________▸ ______________▸ ______________
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
Qualities
▸ People person▸ Extroverts▸ Explainers▸ Good friends▸ Honest▸ Get it done!▸ Trusted Advisors
Care abouts
▸Meeting their quota▸ Happy Customer▸ Keeping their job▸ Don’t waste time▸ Their reputation
Their Qualities and Careabouts
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
EngagementFramework– TechnicalSolutionDesign– Demonstratebenefits– ProofofConcepts
CIApplication:HIGH– Tacticalcompetitivedifferentiation– TechnicalFeatureComparisons– Salesstrategyconsulting
Typical B2B Sales Cycle
QualifyOffer
(BDM)Closure Deploy SupportLead
Discovery
Tech Engagement
(TDM)
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
EngagementFramework– TDMSponsorshiptoBDM– Negotiateterms
CIApplication:HIGH– Pricingguidance– Effectivesaleclosuretactics
Typical B2B Sales Cycle
QualifyOffer
(BDM)Closure Deploy SupportLead
Discovery
Tech Engagement
(TDM)
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
Typical B2B Sales Cycle
What if we fail?
QualifyOffer
(BDM)Closure Deploy SupportLead
Discovery
Tech Engagement
(TDM)
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
KIT: Information Flow and Analysis
News
Industry Analysts
Government Sources
Websites
Internal Employees
Industry Experts
Testing
Win/Loss Debriefs
Conferences
Battlecards
IntelligenceReport
Newsletters
Training
Intelligence Assessments
CompetitiveAnalysis
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
The Value CI Feedback Loop
CISalesHelp
Sell More
AnalysisSource
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
Direct CI Tactical Activities
“Things that directly help Sales to sell more”
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
Ex. Battlecards
• PDF Format• 1 to 4 pages long• Updated quarterly or biyearly• Available on the road
Outline:• Vendor Positioning and GTM• Product Portfolio• How to Compete• Addressing FUD• Seed Questions• References and more
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
Ex. Competitive Deep Dives
• Power Point Format• 20 to 100 slides long• Updated quarterly or biyearly
Outline:• Vendor Background• GTM Model• Product Portfolio• How to Compete• Own Additional Value• References and more
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
Ex. Educational Webinar Series
• Monthly & mini series• Q&A• Polling• Reach: 500+ people• Recorded
Outline:• Varies
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
Ex. Competitive Offsite Training
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
Project ManagingDirect Activities▸ Gain internal sponsorship▸ Make it fun and interesting▸ Reuse content across formats▸ Make it findable▸ Make it portable▸ Keep it fresh
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
Dual Value Tactical Activities
“Things that help Sales to sell more, and CI, and others”
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
Ex. Win Loss Sales Program
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
Ex. W/L Dashboard
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
Ex. Product Comparison Tools
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
Ex. War Gaming
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
Project ManagingDual Value Activities
▸ Keep a rigid update schedule▸ Have a program owner▸ Gain executive sponsorship▸ Sell the value to sellers▸ Incentivize participation▸ 2X value
The 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 Orlando, Florida
#SCIP www.SCIP2016International.com
Final Thoughts▸ Protect their reputation at all cost▸ Don’t bug them too much▸ Losses hurt more than just pride▸ Avoid being too transparent▸ You can’t teach them how to sell▸ Focus on standards, consistency, and output quality
Collaborative Intelligence in a Networked WorldThe 31st Annual SCIP International Conference & Exhibition
May 16-19, 2016 | Orlando, Florida
#SCIP | www.SCIP2016International.com
Sales PavilionLeo BoultonDir. Competitive Intelligence, Cisco
lboulton@cisco.com@LeoBoultonhttp://about.me/LeoBoulton18 May 2016